Packaging of fresh fruits and vegetables is standard in many grocery stores. This mixed methods study aims to identify the role packaging plays in consumer choice and what packaging material consumers prefer. We analyzed data from quantitative stated preference experiments with a quota sample of 485 consumers living in Germany. In addition to the experiments, we conducted a qualitative study and analyzed data from 13 consumers who participated in think aloud protocols and responded to open‐ended questions. We analyzed the data from the quantitative and qualitative studies separately and then systematically compared their key findings. Choice‐based conjoint analyses showed that packaging was less important than price and origin in consumers' decisions, but that consumers clearly preferred unpackaged to packaged produce. This is true for both apples, a relatively robust produce, and tomatoes, which are more susceptible to damage. The qualitative research indicated that consumers appreciate the ability to see and choose an unpackaged product, but also see some benefits of packaging, such as the protection of the produce. Overall, we found that by combining qualitative and quantitative insights, we were able to identify overlapping but also distinct facets of consumer preference for fresh produce packaging. Regarding the use of bio‐based plastics for fresh produce, our results indicate that German consumers were not currently inclined to choose this type of packaging, and evidence suggests that they have little knowledge and/or awareness about it. Our findings have implications for researchers, marketing practitioners, packaging manufacturers, and policy makers. [EconLit Citations: D12, Q50].

中文翻译：

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“生物基塑料？嗯，我从来没见过！”——消费者对新鲜苹果和西红柿不同包装材料偏好的混合方法调查

新鲜水果和蔬菜的包装是许多杂货店的标准包装。这项混合方法研究旨在确定包装在消费者选择中所扮演的角色以及消费者更喜欢什么包装材料。我们以居住在德国的 485 名消费者为配额样本，分析了定量陈述偏好实验的数据。除了实验之外，我们还进行了一项定性研究，并分析了 13 名参加出声思考协议并回答开放式问题的消费者的数据。我们分别分析了定量和定性研究的数据，然后系统地比较了它们的主要发现。基于选择的联合分析表明，在消费者的决策中，包装的重要性不如价格和原产地，但消费者显然更喜欢未包装的产品而不是包装的产品。对于相对健壮的农产品苹果和更容易受到损害的西红柿来说都是如此。定性研究表明，消费者欣赏看到和选择未包装产品的能力，但也看到包装的一些好处，例如对产品的保护。总的来说，我们发现，通过结合定性和定量的见解，我们能够识别消费者对新鲜农产品包装的偏好的重叠但又不同的方面。关于生鲜农产品使用生物基塑料，我们的研究结果表明，德国消费者目前并不倾向于选择这种类型的包装，并且有证据表明他们对此知之甚少。我们的研究结果对研究人员、营销从业者、包装制造商和政策制定者都有影响。 [EconLit 引文：D12、Q50]。